The Marketing Research
Process
Ch 2 2
The Marketing Research
Process: 11 Steps
•Step One: Establishing the Need
for Marketing Research
•Step Two: Defining the Problem
•Step Three: Establishing Research
Objectives
•Step Four: Determining Research
Design
•Step Five: Identifying Information
Types and Sources
•Step Six: Determining Methods of
Accessing Data
Ch 2 3
The Marketing Research
Process: 11 Steps
•Step Seven: Designing Data
Collection Forms
•Step Eight: Determining Sample
Plan and Size
•Step Nine: Collecting Data
•Step Ten: Analyzing Data
•Step Eleven: Preparing and
Presenting the Final
Report
Ch 2 4
The Marketing Research
Process: 11 Steps
Ch 2 5
Steps in the Marketing
Research Process
Steps
1 Establish Need
2 Define Problem
3 Research Objectives
4 Determine Design
5 Identify Information Sources
6 Decide Data Collection Method
7 Design Questionnaire
8 Determine Sample Plan & Size
9 Collect Data
10 Analyze Data
11 Write and Present Report
Figure out what to
research (Chapters 2
& 4)
Design the way to do
the research (Chapters
5-13)
Gather data from respondents
(Chapter 14)
Generate findings and
interpret them
(Chapters 15-20)